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Drugmaker Eli Lilly on Tuesday began posting price information online for drugs it advertises on TV.

The company began running TV ads for Trulicity, a popular diabetes drug, which don’t give price info but direct viewers to a new website or a toll-free telephone number where they can learn about the list price, average

"We recognize that the U.S. health care system has asked Americans to pay more out-of-pocket—including for prescription medicines. So people need new tools to help them,"